Summer’s over, I know, but we must go once more to the breach of web privacy. A California librarian recently complained about Amazon’s new Kindle ebooks lending program for libraries. The complaint focuses on Amazon’s privacy policy and advertising. In a ten minute video (the transcript of which is here), the librarian argues that in our hasty “greed” to get books into the hand of readers, librarians violated one of our sacred trusts: privacy protection. Amazon keeps a record of all books lent on Kindles via corporate servers. This information is later used like it is on the website, both to recommend new titles and of course advertise products by selling that information elsewhere. While the story was picked up in the library press and on Slashdot, it wasn’t widely publicized, at least not to the extent of the story of Amazon’s lending program. The reason why is simple: web privacy is now a non-starter.

This isn’t the first such story about Web privacy (or lack thereof), and it is not likely to be the last. But it is a non-issue and will remain so as far as cyberspace extends. It’s not as if we weren’t warned.

As long as go as 1999, in a widely publicized story (perhaps forgotten now?), Scott McNealy, CEO of Sun Microsystems, told a group that the issue of privacy on the Web was a “red herring” (no relation by the way). McNealy went on to say that “You have zero privacy anyway. Get over it.” McNealy wasn’t the only one to argue in this manner, and neither is Amazon the only company with a patent disregard for privacy. Frankly, any company or social network on the Web puts privacy on low priority. Don’t get me wrong. Privacy isn’t an absolute right. I can think of times when not disclosing someone’s shenanigans would border on the criminal. But our patrons should be able to do basic library business without being hounded.

To be sure, the strength of the poisoned privacy varies among various Web apothecaries. With Facebook rapidly approaching one billion users, only a tiny minority remain who can care about privacy. Only last year Zuckerberg reminded all of us that “the age of privacy is over.” At the time, some saw this as an about-face. But anyone who followed Facebook helter-skelter knew otherwise. James Grimmelmann remarked once that of all the social networks, Facebook had the best privacy statement, and it was awful.

But I like the way Zuckerberg phrased it because I think it sums up nicely where we are about the Web and privacy. It’s a brave new world, and those not yet on board are from another, older and quite possibly, flat one. This was never made clearer to me than a few years ago.

I had the distinct pleasure to visit MIT in 2009 and learn of new web-related inventions in the proverbial “pipeline.” Amid our somewhat graying profession were these twentysomethings, naturally, all exceedingly bright. Some of what we saw has already come to pass, while others remain in development. There were toys, apps, and so on. But what really caught my eye was a broach or lapel pin.

This pin, our attractive, late twentysomething, explained to us, made certain you never forgot a name or a face again. I’m terrible with names, so naturally I perked up even more. When you approach a person, she said, the pin casts his or her “vitals” on their chest, visible to you but not to them. Commonly known things, she said, like age, marital status, number of children, where they work, recent vacations or even recent accomplishments. This way, she told us cheerfully, you’re never at a loss what to talk about. You know, how are the kids, is Peter enjoying Harvard, and how was the vacation in the Caymans?

Several of us, all over 50, let out an audible gasp. But isn’t that a violation of privacy, we asked, almost in unison. Oh, no, she reassured us. It’s all on the Web anyway. And then she said something that I don’t think I’ll ever forget. When asked about the ethics of it all, she replied, again cheerily, “Those are issues taken up by another department. We don’t really engage in the ethics part of it.” And that’s when I knew. We are of a different age because even the developers no longer think about these things, assuming they once did. Ethics will ponder that matter and get back to you. But don’t call us; we’ll call you.

None of us want to remain fully anonymous, but many of us–at least those of us over 50–would prefer to remain somewhat private. Not anymore. Everything we are or hope to be, whether true or not, is on the Web; and someone is or will be making use of it. In this brave new world, we all live our lives on the backs of so many digital postcards that travel the globe daily.

This isn’t about going back, or trying to recapture the genie or clean up the toothpaste. Those days are over. Rather this is about how we librarians have become students of change and must now weigh those changes regularly. As the Web changes books, it also changes the libraries that house them. And so McLuhan was right after all: We shape our tools and thereafter our tools shape us.

And so here we are, once more to the breach. Habent sua fata libelli: books have their fates. The only question that remains today is this one: is this the fate we want for them, for our libraries?